Abstract
College students remain the single most connected demographic group in the US.
In 2009, 95.7% of them will go online at least once a month.
Students have multiple electronic devices and have many ways to get
information and to interact with friends. They may be the first truly
platform-agnostic demographic group. Students believe it is less important how
they get information than how easy it is to manipulate and interact with it
across a range of devices.
This means that students are heavy consumers of online video-but also regular
TV. They use social networking Websites to stay in touch with their
friends-but rely on text messaging as well. And smartphones, which are
becoming more and more common on campus, give students the ability to do many
activities without ever touching a computer.
Companies marketing to college students need to create fluid interactions with
them, in multiple venues. Marketers must be flexible, open and honest across
all of their communications. But at the same time, students are extremely
savvy and will not respond well to being bombarded with the same ad message on
their phone, in their social network Website and during their favorite online
video.
Key questions this report answers:
- What kinds of online video do college students watch?
- Do students still use social networks with the same intensity?
- How are smartphones changing the way students interact with friends and
get information?
- Where do students get information for making purchases?
- College students remain the single most connected demographic group in the
US. In 2009, 95.7% of them will go online at least once a month.
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